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All Journal Journal of Agribusiness and Local Wisdom
Arborea , Alvira Dewi
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Environmental Science Social Sciences

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SWOT Strategy Analysis of the Robusta Coffee Processing Business of the Air Lanang Coffee MSME in Rejang Lebong Regency Aulia, Maranggi; Wakarandi , Rolinly; Sudarma , Rahmad; Arborea , Alvira Dewi; Reflis, Reflis; Lestari, Fitri
JALOW | Journal of Agribusiness and Local Wisdom Vol. 9 No. 1 (2026): Journal of Agribusiness and Local Wisdom
Publisher : Program Studi Agribisnis bekerja sama dengan PERHEPI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jalow.v9i1.50255

Abstract

This study aims to analyze internal and external factors influencing the development of Air Lanang Coffee's MSMEs and formulate appropriate strategies through a SWOT analysis approach. The research method used a qualitative approach with a purposive sampling technique, in which MSME owners were selected as the main respondents. Data were collected through interviews, observations, and document reviews. The results showed that MSMEs have strengths in the form of full control of the production process, adequate equipment facilities, and access to quality raw materials from local farmers. Weaknesses found include limited product diversification, unstable raw material quality, and low digital promotion. External opportunities include increasing coffee consumption, the development of digital marketing, partnerships with farmers, and the potential for coffee educational tourism. Meanwhile, threats come from coffee price fluctuations, MSME competition, quality regulations, and changes in consumer preferences. The SWOT analysis resulted in development strategies based on SO, WO, ST, and WT that can be directed to increase MSME competitiveness. Keywords: Coffee MSME, SWOT Analysis, Development Strategy, Air Lanang Coffee
Co-Authors Aulia, Maranggi Fitri Lestari, Fitri Reflis, Reflis Sudarma , Rahmad Wakarandi , Rolinly